joyce opens designer exhibition in hong kong

The world famous Hong Kong boutique relaunches with a fashion exhibition celebrating the designers integral to the history of the store.

by Anders Christian Madsen
14 October 2016, 10:15am

Marking the grand relaunch of Joyce this weekend, The Golden Needle sees the legendary Hong Kong store transformed into an interactive exhibition featuring pieces by the designers the retailer has supported since their beginning. Archive and current looks by trailblazers including Dries Van Noten, Rick Owens, and Haider Ackermann - who are all in Hong Kong for the celebrations - are displayed in a maze of rooms depicting "the insides" of Joyce--the heart and soul of the store. Created by production designer Joseph Bennet, the mastermind behind Alexander McQueen: Savage Beauty, and historic consultant Olivier Châtenet, who most recently worked on the Saint Laurent biopic, the three-day exhibition is an impressive undertaking for the store established by Joyce Ma in 1970 and now owned by Lane Crawford. "Joyce is quite Hong Kong," Châtenet tells i-D. "When you're here and when you see the selection you will understand much more about what is Hong Kong. A lot of stuff here comes from Europe, a bit from America, from the West side. From the way I select clothes, you'll understand the Hong Kong customer very well." The duo invited the London-based theatre troupe Les Enfants Terribles to Hong Kong to bring to life The Tailor, Joyce's alter ego, who appears in various roles throughout the exhibition. "It's the idea of what the Joyce store has been in Hong Kong, selling pieces of art, really, not just fashion," says Bennett. "You don't go to Joyce to buy clothes, you go to Joyce to buy pieces you really desire. And I think that's what's interesting about the character of Joyce Ma, that she introduced a very strong selection and history of fashion designers in Hong Kong."

The Golden Needle is open to the public from 14th-16th of October at Joyce, New World Tower.


Text Anders Christian Madsen
Photography Chris Lushers